Snap hires Google ad executive to help improve ad performance

Snap Inc, proprietor of photograph messaging app Snapchat, mentioned on Wednesday it has employed a former Google govt to assist the tech firm enhance the efficiency of its digital advertisements.

Darshan Kantak, who beforehand led product administration for search advertisements at Alphabet Inc’s Google, joins Snap as senior vice chairman of income product. Before Google, Kantak labored at Facebook-owner Meta Platforms Inc and Microsoft Corp.

Snap is rebuilding its advert gross sales crew after two key leaders left for Netflix Inc final 12 months. Last month, Snap employed Rob Wilk, a longtime Microsoft advert govt, to steer advert gross sales within the Americas area.

The Santa Monica, California-based firm additionally goals to enhance how Snapchat advertisements can result in product gross sales at a time when some advertisers are chopping their advertising price range amid excessive inflation and considerations in regards to the economic system.

Snap mentioned in January that first-quarter income may decline as a lot as 10% as a consequence of weaker promoting demand.

Kantak will lead the groups that develop advert codecs and likewise concentrate on enhancing how you can measure and optimize the effectiveness of Snapchat advertisements, the corporate mentioned.

Like different digital advert platforms, Snap has been harm by privateness modifications that Apple rolled out on iPhones in 2021, which made it harder for apps to measure how their advertisements can result in web site visits or gross sales.

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